Thatcher; for many, the very name is enough to get the blood boiling. The Poll Tax, the scrapping of free school milk, the decimation of mining communities, the rise of mass unemployment, blood-curdling interest rates…need we go on?
Thatchers, on the other hand, why, that’s a tasty tipple from North Somerset, of course, and the subject of a new TV campaign by McCann Bristol, designed to showcase the company’s four generations of family cider making.
Featuring a voice-over from comedian Bill Bailey, a man who – unlike some, yes you Idris – does not do that many ads and once turned down an Asda campaign because of the working conditions at parent Wal-Mart.
The ad is a light-hearted exploration of the contemporary meaning of family, portraying different generations as our Bill muses: “Family, hey, you can’t live with them, you can’t do without them. Well, maybe sometimes… But whether you share a name or a passion, or one of those big old Friday nights, they’re the people you hold on to. Because no-one cares more than family. Thatchers, the family cider makers.” Aw, bless.
Airing next week in a 40-second format, followed by a 30-second version the week after, the ad will appear on ITV, ITV Digital, Sky, Channel 4 and Channel4 Digital (E4, Film4, More4, Box music channels and UKTV), supported by social media and a YouTube campaign.
And, perhaps unsurprisingly, given the fact he’s paid for it, fourth generation cider maker Martin Thatcher, is pretty chuffed with the final take. He said: “This is an ad that’s warm with a smile in its heart. We hope everyone will be able to relate to it. The sense of family runs very strongly throughout all we do at Thatchers, from our heritage and traditions, through to our quality and expertise in cider making.
“It’s something we’re all very proud of, and we know it’s something that will always stay true. There’s never been a better time to reinforce the message of family and caring for each other.”
McCann Group executive creative director Jon Elsom is equally upbeat: “The Thatcher family is deeply involved with life at Myrtle Farm. Their passion for quality and innovation is at the very soul of the business. They are the family cider makers, producing iconic brands.
“Our new approach illustrates the importance of that family commitment. When you come right down to it, whatever family means to you, both good and bad, no-one cares more than family.”
So, what is the consensus around the Decision Marketing office?
Is this just a cynical attempt to exploit the nation’s new-found love of family in the Covid world to get everyone to sup a few pints of their posh scrumpy? Isn’t it all a little twee? What would Thatcher, Thatcher, the Milk Snatcher reckon?
Well, no, no, and who cares? Maybe we too are feeling #totesemosh in the current climate, maybe we too are missing our #fam, but, one thing is sure, WE NEED A DRINK and there’s nothing like a cool pint to drown our troubles.
So, yes, it’s a bit cheesy, yes, it’s a bit corny, and is unlikely to be picking up any D&AD Pencils any time soon but unlike the grocer’s daughter from Grantham, this Thatchers leaves you with a warm glow.
Decision Marketing Adometer: A fam-loving and thirst-quenching 8 out of 10